The Centerline Story Multiplier
Feb 28, 2012
The information age is finished.
We did it. After decades of adding, recording, publishing, and (of course) talking, humanity has finally solved the problem of not having enough information.
This is a good thing. Honestly, it’s a GREAT thing. But it scares some people. Well, some marketers.
Because now it’s not about information any more — how much faster a product is, how many new features it has, and certainly not how much you talk about it.
Sure, these things still matter. But if anyone’s curious about your product, they’ll shout a question into a voice-enabled smartphone and have all the information in seconds. So let’s go back to that conditional statement.
You have to make them curious.
Curiosity happens in an instant. Something arrests the attention, ignites the imagination, and evokes the emotions. You might call this an inciting incident, that moment where a story hooks you and keep turning the page, leaning forward, or watching the screen. So, to make people curious about your product, what you need is…
Good storytelling. This goes past feature facts and gorpy corporate phrases like “quantifiable performance efficiencies.” It avoids buzzwords and clichés, as it doesn’t try to fit into current marketing trends. Good storytelling wants to make something new, reveal narratives that haven’t been told before.
And the plural — narratives — is key. As your customers use social media to pin up their lives with photos, tweets and timelines, their infinite stories interweave like a digital tapestry. Placing them and their stories in the narrative of your business is what creates that inciting incident, the beginning of the curiosity that makes a lifetime customer and multiples that story by a million.
With a multifaceted approach that threads together video, social media, and interactive content, Centerline can offer you that story multiplier.
You’ve solved the information age. Let’s begin telling the story of the new one.